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Today’s Presentation
Better than the Beatles!
Kevin Moran, Principal, Integral
Kimberly Perrow, Senior Director of Donor Engagement, Heifer International
John Graves, Partner, Eidolon Communications
Tiffany Neill, Partner, Lautman Maska Neill & Company
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Keep in Mind
MOST Importantly…
Shhhhh… the secret to our success
Data Set KPIs, Measure …
Creativity Fail FAST, test BIG …
Teamwork Meet SMART,
Communicate…
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The Challenge
New Pathways to Growth!
Heifer International needed an independent
assessment of investments to ensure the
organization was positioning itself for growth in the
long-term.
Specifically, the analysis was designed to:
• Optimize strategies with no new investment dollars
• Refine KPIs and develop process for monitoring
• Align the Team
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The Analysis Parameters
Needing to change the tires and drive the car!
The analysis had to paint a new approach and still
ensure that current year revenue goals were met.
Risk needed to be articulated and broad
communication strategy was needed to ensure the
team and partners were aligned.
Change management is like changing a flat tire on a
moving car – the need for everyone to understand
the direction is critical.
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The Outcome
Our Guiding Principles
• Entirely new Goals needed to be created
• Management changes were identified to improve
collaboration
• Performance targets, KPIs and a monitoring methodology
created
• Key initiatives were launched to drive our work
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The Priorities
Where would the new pathway take us.
Key Initiatives included:
• Improving performance in current legacy strategies
• Acquiring a different type of donor
• Launching new initiatives
• High-Value donor – monthly, $1000, pipeline
• Cross-channel integration
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The Targets
Creating a shared understanding and responsibility.
• Were: Short-term Now: Short, mid, and long-term
• Were: Siloed Now: Cross channels
• Were: One-donor type Now: Multiple donor types
• Were: Campaign focused Now: Cross donor file
• Were: Backward focused Now: Future focused targets
Additionally – KPI conversations are monthly to ensure all partners understand their role
to reach their goals, as well as allow for shifting of efforts or investments as the year
progresses.
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RESETTING A LONG EXISTING STRUCTURE
Integration – elusive creature or achievable goal?
• Challenge – create an environment that all
teams/channels/programs come together to integrate and align
with the same strategies
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SETTING THE HEIFER STAGE
Who are the players Heifer at the table?
• Heifer Staff
• Two Direct Mail Agency Partners
• Online Agency Partner
• Digital Agency Partner
• Email Partner
• Telemarketing Partner
• Canvassing Partner
• Data/Analytic Partner
• Production Partner
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RESETTING A LONG EXISTING STRUCTURE
Integration – elusive creature or achievable goal?
• Challenge – create targets and KPI’s that are monitored -
that are the holy grail and everyone must align and be
accountable to
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RESETTING A LONG EXISTING STRUCTURE
Integration – elusive creature or achievable goal?
• Just because the budgeted expense
started on your line item does not
mean it stays there!
• You don’t set your own KPI’s – the data does
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RESETTING A LONG EXISTING STRUCTURE
Integration – elusive creature or achievable goal?
• Challenge – “You want me to do what how? – But
that’s not how we did it before?!?!”
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RESETTING A LONG EXISTING STRUCTURE
Integration – elusive creature or achievable goal?
• Challenge – integrated meetings that
matter – do they really exist?
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RESETTING A LONG EXISTING STRUCTURE
Integration – elusive creature or achievable goal?
Costello: Well then who's on first?
Abbott: Yes.
Costello: I mean the fellow's name.
Abbott: Who.
Costello: The guy on first.
Abbott: Who.
Costello: The first baseman.
Abbott: Who.
Costello: The guy playing...
Abbott: Who is on first!
Costello: I'm asking YOU who's on first.
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RESETTING A LONG EXISTING STRUCTURE
Helpful hints for chasing the elusive integration monster…..
• Allow all partners to have an equal voice at the table
• Same set of KPI’s
• Allow partners to connect with each other without you
• Repetition
• Blur the line of “who owns the program”
• Have solid data that stays consistent – short term and long term
• Don’t budget by line item or channel – budget by donor type
• Create a safe space – if one fails, we all fail and share in that failure
• It won’t happen overnight
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3 KEY HEIFER INITIATIVES
Growing the Monthly Giving Program
(Friends of Heifer)
Diversifying New Mail Donors to Achieve Strategic
Organizational Objectives
A New Approach to Donor Communications / Solicitations
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FRIENDS OF HEIFER
Multi-channel organizational objective
+11% growth in monthly revenue from 2015 to 2016
+16% in monthly revenue from 2016 to 2017
On target for 23% growth from 2017 to 2018!
FY18 Channels –
TM, Mail, Web, Email, Social, Canvassing
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… AND THE PAYOFF
I must let you know how much that
gesture meant to me, and how I
treasure the picture.
Thank you so very much for your warm
letter and taking the time to make me
feel appreciated.
… your kindness stood out in a world
that is not always kind.
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NEW ACQUISITION STRATEGIES
New mailshop packages, timing tests and list mix
offer KPIs to hit key organizational strategies
Long-term focus with an eye toward:
- Better pool of monthly donor candidates
- Better pool of High Value Donors
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NEW DONOR COMMUNICATIONS
Heifer Thought Experiment —
How can we really move the retention needle
New Stream of Donor Engagement
Reporting back on how gifts were used
Minimal asks (cornerstone appeals)
Measure Results at the End of the Day — Reduced
Costs and Improved Retention
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Big Goals For an Established Program
How do you build a forest and not hurt any trees?
Monthly appeals with big goals… can we mess with success?
Each channel VERY effective… will they work together?
Monthly cash flow goals… projects depend on the revenue!
Testing BIG enough to move the needle… conservatively?
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More Money… More….
How do you balance potentially
competing goals?
Is the priority a monthly gift? Any
renewal gift? A $1,000 gift?
It’s all three!